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Unmetric's Social Media Benchmarking and Competitive Analysis Report of Top Aviation Brands in the United States
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The Social Media Benchmarking Company for Brands
Unmetric’s platform focuses on social media benchmarking for leading brands around the world. Unmetric recognizes that brands are !ying blind on social media and the absence of benchmarks has been detrimental to businesses who are used to competitive benchmarking and intelligence on mass media and the internet. Unmetric empowers marketing teams with data that was previously unavailable. Besides comparing the performance of competing brands, Unmetric also benchmarks brands against their sector and captures everything around brands’ Facebook, Twitter, YouTube and Pinterest points of presence. This includes growth metrics and unique engagement metrics that provide insights into content strategies & performance. For more information, visit Unmetric.com
Aviation Sector on Social Media
January 2013
NEWS AROUND YOUR SECTOR
The Aviation Sector experienced positive growth rates across Facebook, Twitter and YouTube. In North America: Southwest leads the pack on Facebook, JetBlue on Twitter and Delta is the best performing brand on YouTube. American Airlines’ new look campaign engaged greatly for them across Facebook, Twitter and YouTube. JetBlue clocked the best customer service time on Facebook and Twitter.
Average Sector Growth
Analysis of Brands on Facebook Fans, Conversations, Engagement, Campaigns etc…
Facebook – An Overview
January 2013
UNMETRIC SCORE FOR FACEBOOK (Sector Leaders in the United States)
Brand Name Unmetric Score Rank in January
Southwest Airlines 65 4
American Airlines 47 15
JetBlue Airways 46 16
Delta 46 17
Virgin America 39 27
United 34 41
The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
Facebook – An Overview
AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Number of Fans & Fan Growth)
Engagement Strength (Engagement Score, Sentiment, Conversations and Number of Posts)
Engagement Strength
Audi
ence
Str
engt
h
LEADERS
ENGAGERS EMERGING
POPULAR
Note: The size of the bubble denotes the Unmetric score
January 2013
Facebook – An Overview
January 2013
BEST CAMPAIGNS OF THE MONTH (Amongst these brands)
1. American Airlines – New Look
2. Virgin America – Array of Deals
3. Delta – Travel Destination Information
Notable Brands & Metrics on Facebook
January 2013
Brand Number of Fans % Increase in Fans
Number talking about (as % of
Fans) Fan Posts Admin Posts Engagement
Average Response Time
(mins)
% of Fan Posts Admin
Responded
Southwest Airlines 3,539,812 0.33% 1.21% 1,067 28 51 148 15.18%
JetBlue Airways 733,312 2.56% 1.64% 539 30 22 63 52.13%
American Airlines 555,558 3.15% 4.94% 1,294 29 113 93 53.94%
Delta 526,492 3.35% 5.77% 939 55 68 575 16.40%
United 370,856 0.55% 1.38% 854 22 53 134 25.53%
Virgin America 305,031 4.56% 4.14% 183 88 24 462 67.76%
American Airlines – New Look Posts around American Airlines’ new look were massively engaging
American Airlines – New Look
Growth in Fans and Number talking about
Increase in Fan Growth and People Talking About during the unveiling
Southwest Airlines – Array of Contests Southwest Airlines ran multiple contents during January
Southwest Airlines – Scam Alert Southwest Airlines’ timely alert informing the Fans regarding a scam promising two free air tickets
earned them great engagement and positive sentiment.
Virgin America - Deals The array of deals engaged really well for the Virgin America’s fans
Analysis of some Brands on Twitter Followers, Customer Service Metrics, Campaigns etc…
Twitter – An Overview
January 2013
UNMETRIC SCORE FOR TWITTER (Sector Leaders in the United States)
Brand Name Unmetric Score Rank in January
JetBlue Airways 79 1
American Airlines 76 2
Southwest Airlines 69 4
Virgin America 67 9
Delta 64 11
United 64 11
The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
Twitter – An Overview
January 2013
AUDIENCE STRENGTH & ENGAGEMENT STRENGTH Audience Strength (Total Followers, Follower Growth, Follower-Followee Ratio) Engagement Strength ((Average Reply Time, Number of Tweets & Sentiment)
Engagement Strength
Audi
ence
Str
engt
h
LEADERS
ENGAGERS EMERGING
POPULAR
Note: The size of the bubble denotes the Unmetric score
Notable Brands & Metrics on Twitter
January 2013
Brand Name Total Followers Followers Growth Number of Tweets Responses Average Sentiment of
Queries (responded by the brand)
@JetBlue 1,707,723 0.31% 5,939 0:15:05 Positive
@SouthwestAir 1,442,796 0.78% 323 3:19:11 Neutral
@AmericanAir 498,422 3.46% 17,010 0:19:55 Positive
@Delta 413,432 2.98% 329 5:42:33 Positive
@VirginAmerica 383,971 2.01% 1,580 1:35:37 Positive
@united 197,930 5.43% 4,151 1:24:29 Positive
JetBlue – Ultimate Customer Service
Apart from Plain Text, JetBlue’s most popular reply strategy seemed to be requesting the followers to view a link
With an average reply time of 15 mins and 5 seconds, JetBlue replied to most of their followers within 15 mins
JetBlue – Ultimate Customer Service
Benchmarking Average Reply Time (ART)
ART: 3hr, 51min
ART: 2hr, 9min
ART: 15 min
American Airlines – New Look American Airlines’ Twitter efforts were around the #newAmerican campaign
Comparing Tweet Timings
@AmericanAir @JetBlue @SouthwestAir
@VirginAmerica @Delta_Assist @United
US Central Time Zone
Analysis of some Brands on YouTube Views, Shares, Uploads, Top Video etc…
YouTube – An Overview
January 2013
UNMETRIC SCORE FOR YOUTUBE (Sector Leaders in the United States)
Brand Name Unmetric Score Rank in January
Delta 61 6
Southwest 46 12
American Airlines 45 13
Virgin American 40 15
United 21 50
The Unmetric Score is a unique sector based social media score that takes in to account various metrics, weighted and balanced to produce a single benchmarkable score.
Notable Brands & Metrics on YouTube
January 2013
Brand Name Total Video Views % Increase in Video Views
Average Video Views Uploads Dislikes Likes
Southwest 9,416,540 0.87% 182 7 2 66
American Airlines 2,533,750 16.11% 1502 16 229 1928
Virgin America 3,680,959 0.82% 298 1 0 6
Delta Airlines 920,0480 2.41% 1280 4 8 396
United 176,897 12.51% 468 1 5 29
American Airlines – Creating AA’s New Look Behind the Scenes
Creating American Airlines New Look, Logo and Livery
Delta Airline – New iPad Application FLY DELTA FOR IPAD® IS HERE
Unmetric is a social media benchmarking company headquartered in New York with clients and operations across the globe. We work with Fortune 500 companies to help them establish benchmarks for their social media teams and social media campaigns. The data provided by the Unmetric platform can be instrumental in facilitating understanding and driving down costs by creating more efficient social media teams.
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